Social video is often defined as any video uploaded to the various social media platforms but is there more to it than that? Understanding it can help you get better results from the videos you create.
Defining social video
I have heard a few definitions of ‘Social Video’. It is any video uploaded to YouTube or similar platform. It is any video created that has been made to be shared on social media.
And although these definitions are true I don’t think they are precise enough. For me the key is the word ‘social’. Social video is something that people want to share, that engages with its audience at a human level.
It think this is an important distinction as many businesses are putting content online through social channels and spending money doing so. Yet, once online, finding that their video is not performing as intended. My question is always “was the video shareable?”. Was it something that people would want to watch or was it just clear and obvious publicity.
Don’t get me wrong. Publicity is an important tool, especially for video marketing but, if you want success through social channels, you need to be creating shareable, social content.
Being on Twitter or Facebook or YouTube doesn’t immediately make something social video but being shared on these platforms does. Social video is, for me, defined by its success.
Making social video
The trick to making social video is focussing on your strategy. Firstly you need to get the content right. What content do you have that people would want to share? What can you do with the content to make it shareable?
Here are some questions to help you start thinking the right way:
- How can you tell a story that takes the viewer on a journey?
- How can you put your customer or the viewer at the heart of your video?
- How can you get an emotional reaction from the viewer
- How can you make the viewer laugh?
Once the content is right focus on distribution. How are you going to tell people about the video? How are you going to encourage them to share it?
The final secret
This is a very simple one but you’ll be amazed how often it is forgotten. Don’t just share a video once for a company account. Find multiple ways to share it. Get your employees, friends and family to share it. The more shares you get initially the better your video will perform overall.